(19) United States i
US 20120072378A1
(19) United States (12) Patent Application Publication (10) Pub. No.: US 2012/0072378 A1 Thomas Treadwell et al. (54)
(76)
(43) Pub. Date:
Mar. 22, 2012
METHOD FOR BRAND DEVELOPMENT AND CREATING, EVALUATING AND SELECTING A BRAND NAME
(51)
Publication Classi?cation Int Cl G06Q 90/00 (2006.01)
lnvemorsl
(52)
us. Cl. ...................................................... .. 705/500
Dew" Th‘mlas Treadwell,
Minneapolis, MN (US); John
Stucker, Minneapolis, MN (U S) (21)
APP1~ N05 (22) Filed
(57)
12/968,259 Dec 14 2010
.
.
A method of generating and evaluating a brand name includ
ing the steps of gathering client data, transforming the client data into a positioning brief having brand speci?c data, trans
,
.
ABSTRACT
.
forming the position brief data to generate a NAMESCAPE
Related U's'Apphcatlon Data (60) Provisional application No. 61/286,160, ?led on Dec.
having brand name speci?c data, evaluating the NAMES CAPE data, IranSfOrming the positioning brief data and
14, 2009'
evaluated NAMESCAPE data into a brand name.
CLIENT
COMPANY
Provides summary of key points in the naming project: background infonnation. competitive
Presents perspective on branding and leads discussion on goals for 1
the new name; Describes 17 name
environment, business goals. initial thoughts on branding, etc.
Provides information to be input
traits by which the new name will be evaluated.
‘
> Input infonnmlo“ and
complete Positioning
into Positioning Brief.
Brief.
Client approves Positioning Brief
No
Create Namescape
i Generate name ideas
and check selected names for trademark
availability.
i Guide client through name evaluation and discussion to gain consensus on short list
/ of approved names
I Client requests more name options Yes
I’ No
Patent Application Publication
Mar. 22, 2012 Sheet 1 0f 2
CLIENT
US 2012/0072378 A1
COMPANY
Provides summary of key points in the naming project: background
Presents perspective on branding and leads discussion on goals for
information, competitive
4
the new name; Describes 17 name
environment, business goals, initial thoughts on branding, etc.
traits by Which the new name will be evaluated.
Provides information to be input
‘
into Positioning Brief
V Input informallon _and
complete Positioning Brief.
Client approves Positioning Brief
/\ Yes Create Namescape
l Generate name ideas
and check selected names for trademark
availability.
l Guide client through name evaluation and discussion to gain consensus on short list
/ of approved names Client requests more name options Yes
No
Patent Application Publication
Mar. 22, 2012 Sheet 2 0f 2
i Engage foreign language strategic partner to check proposed
name(s) for adverse meanings.
i
Conduct research, compile results and make recommendation on
how to proceed.
i Work With client’ s attorneys to
provide support for trademark
application.
l Research available domain names
and recommend options to client.
l Develop brand visual identity, including logo and color palette.
1 Assist client in developing and executing a plan to introduce the new brand name and brand identity to internal and external
constituents.
US 2012/0072378 A1
US 2012/0072378 A1
Mar. 22, 2012
PRIORITY
express the distinctive positioning of the brand. The names and brand identities generated from the present method are rooted in a positioning that sets the brand apart from its competition. The present method may start With a clear posi tioning and ends With a tested method of gaining approvals on
[0001] This application claims the bene?t of US. Provi sional Application Ser. No. 61/286,160, ?led on Dec. 14,
information about the client, the client’s competitors and the
2009, Which is hereby incorporated by reference in its entirety
competitive landscape into names/brand identities, providing
METHOD FOR BRAND DEVELOPMENT AND
CREATING, EVALUATING AND SELECTING A BRAND NAME
herein.
a useful, concrete and tangible result that conveys the neW FIELD
[0002]
This invention relates to a method of developing a
brand, With emphasis on creating, evaluating and selecting a brand name. In particular, the method eliminates much of the
subjectivity and personal biases that can destroy superior names during development. The present method transforms abstract client data into a useful, concrete name and/or brand
identity
brand’s personality and bene?ts, sets the brand apart from the competition, and has instant meaning to potential customers. [0011] FIG. 1 illustrates a How chart depicting an embodi ment of a naming method according to the present method. The present method transforms a client’s positioning brief into a concrete, useful name/brand identity for the client’s
product(s) and/or company. Step 1 may include establishing goals and groundwork. Step 1 may include substeps. Step 1a may include determining the goals the client Wants the name to accomplish. Step 1b may include educating the client as to
BACKGROUND
[0003]
a concrete name. The present method transforms abstract
Many methods exist for developing a brand and
choosing a brand name. HoWever, these methods are usually
highly subjective and produce inconsistent results: a brand Whose positioning is vague, overly broad or not unique, and/
the characteristics that determine a poWerful brand name. Such characteristics may include, but are not limited to: spell
ing, pronunciation, layers of meaning, positioning ?t and
gender appropriateness.
subject to personal biases resulting in multiple costly revi
[0012] Step 2 may include the process of positioning. Dur ing step 2, information is gathered from the client to deter mine Where the brand Will be positioned. Such information may include, but is not limited to the client’s passion, vision, purpose, audience, competitors and the brand promise and
sions and an inef?cient process. Many current methods use
personality. This information may be transformed into a con
or having a name that’s generic, bland, too similar to other
names, or completely meaningless and Without consideration for trademark availability. Most conventional methods are
poorly considered positioning, undisciplined creative efforts
crete positioning brief Which may be read, revieWed and
and research methods Which are designed to elicit a speci?c response, leading to erroneous conclusions and Weak, descriptive or meaningless names. [0004] A need exists for a method of developing a brand, With a particular focus on a process for evaluating and select
approved by the client.
ing a brand name Which uses objective criteria to arrive at a useful and concrete brand name that has the poWer to convey
[0013] Step 3 may include the process of creating and ana lyZing a NAMESCAPE. Step 3 may include several substeps. Step 3a may include collecting names of competitors via Web research, public directories and other sources. Step 3b may include separating the names collected from step 3a into name type categories. Step 3c may include numerically rank
the brand’s positioning When the customer hears it for the ?rst time.
3d may include using the results from step 3c to determine
SUMMARY OF THE INVENTION
Which type of name the client’s name brand should be. The NAMESCAPE is a concrete chart Which may be read,
ing the categorized names by strength and effectiveness. Step
[0005] In one aspect, the present method produces brand positioning, names and brand identities that immediately dif ferentiate clients from their competitors. [0006] According to one aspect, the present method con
revieWed and approved by the client. [0014] Step 4 may include generating names. Step 4 may include substeps. Step 4a may include identifying concept
sistently delivers poWerful brands With instant meaning.
to produce a collection of names that connect to the concept
[0007] In another aspect, the present method creates brand positioning, names and brand identities that help increase aWareness through Word-of-mouth and interest from the media and may reduce the advertising expenses necessary to launch a brand.
[0008]
In yet another aspect, the present method generates
brand positioning, names and brand identities that not only gain brand aWareness quickly in the short term but also remain a valuable asset in the long term.
categories from Step 2 and using creative thinking techniques categories identi?ed in Step 3. Step 4b may include checking the potential names for trademark revieW against the USPTO database. Only those names that pass an initial trademark
revieW pass through to the next step. [0015] Step 5 may include evaluating the selected names against the characteristics and criteria determined in Step 1.
Step 5 may include substeps. Substep 5a may include rating each characteristic on a 1-10 scale to illuminate the strength and Weakness of each name. Step 5b may include an internal
BRIEF DESCRIPTION OF THE DRAWINGS
audit of the scoring from step 5a. Step 5c may include repeat ing step 5a With the client’s management team. Step 5d may
[0009] FIG. 1 depicts a How chart describing the steps of the present method.
include using the results from 5c to select a short list of names. Step 5e may include a trademark search of the names gener
DETAILED DESCRIPTION OF THE INVENTION
ated in step 5d. [0016] Step 6 may include evaluating the names generated in step 5d against foreign languages to ensure there are no
[001 0]
The present method creates brands and brand names
that are engaging, immediately meaningful and clearly
adverse or undesirable meanings inherent in the name.
US 2012/0072378 A1
[0017] Step 7 may include market research on the brand names Which have survived through step 6 and may include sub steps. Step 7a may include presenting the neW brand name to a group of people from the target audience. Step 7b may include asking the target audience a series of questions
Mar. 22, 2012
[0021]
Step 1 1 may include developing visual identity con
cepts based on the approved name.
[0022] Step 12 may include developing brand launch mate rials such as a visual identity system, brand identity guide, Web site design and printed sales collateral.
designed to gauge hoW the audience Would react to the name
[0023]
in a real World setting. Step 7c includes recording the out
recited herein, or the sequence may vary according to particu
Steps 1 through 12 may be completed in the order
come of step 7b and presenting the results along With a rec
lar client needs or circumstances. In some embodiments,
ommendation of brand name to the client.
steps may be skipped altogether. Additional steps, informa
[0018]
7c and other relevant background information to an intellec
tion or criteria may also be factored into the process. 1. A method of generating and evaluating a brand name
tual property attorney to evaluate Whether trademark appli
comprising:
Step 8 may include providing the names from Step
cations should be ?led. Depending on the results of the attor ney’s trademark search, some or all of the names may then continue to a trademark application. [0019] Step 9 may include domain name selection and may
include substeps. Step 9a may include researching available domain names using online tools and the WHOIS database. Step 9b may include providing the client With domain name recommendations based on Step 9a and appropriateness for the brand name. Step 9c may include providing the client With the oWner of a particular domain name if the domain name is not available so that the client may offer a buyout of the desired domain name.
[0020]
Step 10 may include an internal acceptance plan
Which introduces the neW brand name to the client’s internal
constituents to ensure acceptance and understanding of the
brand. Step 10 may further include creating various types of communications, Which may include, but is not limited to:
presentations, promotions and talking points.
gathering client data; transforming the client data into a positioning brief having
brand speci?c data; transforming the positioning brief data to generate a NAMESCAPE having brand name speci?c data;
evaluating the NAMESCAPE data; transforming the positioning brief data and evaluated NAMESCAPE data into a brand name.
2. The method of claim 1 further including the step of evaluating the brand name against the positioning brief data. 3. The method of claim 1 further including the step of checking the brand name for trademark availability. 4. The method of claim 1 further including the step of analyZing the brand name for foreign meaning. 5. The method of claim 1 further including the step of creating a visual identity generated from the brand name. *
*
*
*
*
(19) United States (12) Patent Application Publication (10) Pub. No.: US 2012/0072378 A1 Thomas Treadwell et al. (54)
(76)
(43) Pub. Date:
Mar. 22, 2012
METHOD FOR BRAND DEVELOPMENT AND CREATING, EVALUATING AND SELECTING A BRAND NAME
(51)
Publication Classi?cation Int Cl G06Q 90/00 (2006.01)
lnvemorsl
(52)
us. Cl. ...................................................... .. 705/500
Dew" Th‘mlas Treadwell,
Minneapolis, MN (US); John
Stucker, Minneapolis, MN (U S) (21)
APP1~ N05 (22) Filed
(57)
12/968,259 Dec 14 2010
.
.
A method of generating and evaluating a brand name includ
ing the steps of gathering client data, transforming the client data into a positioning brief having brand speci?c data, trans
,
.
ABSTRACT
.
forming the position brief data to generate a NAMESCAPE
Related U's'Apphcatlon Data (60) Provisional application No. 61/286,160, ?led on Dec.
having brand name speci?c data, evaluating the NAMES CAPE data, IranSfOrming the positioning brief data and
14, 2009'
evaluated NAMESCAPE data into a brand name.
CLIENT
COMPANY
Provides summary of key points in the naming project: background infonnation. competitive
Presents perspective on branding and leads discussion on goals for 1
the new name; Describes 17 name
environment, business goals. initial thoughts on branding, etc.
Provides information to be input
traits by which the new name will be evaluated.
‘
> Input infonnmlo“ and
complete Positioning
into Positioning Brief.
Brief.
Client approves Positioning Brief
No
Create Namescape
i Generate name ideas
and check selected names for trademark
availability.
i Guide client through name evaluation and discussion to gain consensus on short list
/ of approved names
I Client requests more name options Yes
I’ No
Patent Application Publication
Mar. 22, 2012 Sheet 1 0f 2
CLIENT
US 2012/0072378 A1
COMPANY
Provides summary of key points in the naming project: background
Presents perspective on branding and leads discussion on goals for
information, competitive
4
the new name; Describes 17 name
environment, business goals, initial thoughts on branding, etc.
traits by Which the new name will be evaluated.
Provides information to be input
‘
into Positioning Brief
V Input informallon _and
complete Positioning Brief.
Client approves Positioning Brief
/\ Yes Create Namescape
l Generate name ideas
and check selected names for trademark
availability.
l Guide client through name evaluation and discussion to gain consensus on short list
/ of approved names Client requests more name options Yes
No
Patent Application Publication
Mar. 22, 2012 Sheet 2 0f 2
i Engage foreign language strategic partner to check proposed
name(s) for adverse meanings.
i
Conduct research, compile results and make recommendation on
how to proceed.
i Work With client’ s attorneys to
provide support for trademark
application.
l Research available domain names
and recommend options to client.
l Develop brand visual identity, including logo and color palette.
1 Assist client in developing and executing a plan to introduce the new brand name and brand identity to internal and external
constituents.
US 2012/0072378 A1
US 2012/0072378 A1
Mar. 22, 2012
PRIORITY
express the distinctive positioning of the brand. The names and brand identities generated from the present method are rooted in a positioning that sets the brand apart from its competition. The present method may start With a clear posi tioning and ends With a tested method of gaining approvals on
[0001] This application claims the bene?t of US. Provi sional Application Ser. No. 61/286,160, ?led on Dec. 14,
information about the client, the client’s competitors and the
2009, Which is hereby incorporated by reference in its entirety
competitive landscape into names/brand identities, providing
METHOD FOR BRAND DEVELOPMENT AND
CREATING, EVALUATING AND SELECTING A BRAND NAME
herein.
a useful, concrete and tangible result that conveys the neW FIELD
[0002]
This invention relates to a method of developing a
brand, With emphasis on creating, evaluating and selecting a brand name. In particular, the method eliminates much of the
subjectivity and personal biases that can destroy superior names during development. The present method transforms abstract client data into a useful, concrete name and/or brand
identity
brand’s personality and bene?ts, sets the brand apart from the competition, and has instant meaning to potential customers. [0011] FIG. 1 illustrates a How chart depicting an embodi ment of a naming method according to the present method. The present method transforms a client’s positioning brief into a concrete, useful name/brand identity for the client’s
product(s) and/or company. Step 1 may include establishing goals and groundwork. Step 1 may include substeps. Step 1a may include determining the goals the client Wants the name to accomplish. Step 1b may include educating the client as to
BACKGROUND
[0003]
a concrete name. The present method transforms abstract
Many methods exist for developing a brand and
choosing a brand name. HoWever, these methods are usually
highly subjective and produce inconsistent results: a brand Whose positioning is vague, overly broad or not unique, and/
the characteristics that determine a poWerful brand name. Such characteristics may include, but are not limited to: spell
ing, pronunciation, layers of meaning, positioning ?t and
gender appropriateness.
subject to personal biases resulting in multiple costly revi
[0012] Step 2 may include the process of positioning. Dur ing step 2, information is gathered from the client to deter mine Where the brand Will be positioned. Such information may include, but is not limited to the client’s passion, vision, purpose, audience, competitors and the brand promise and
sions and an inef?cient process. Many current methods use
personality. This information may be transformed into a con
or having a name that’s generic, bland, too similar to other
names, or completely meaningless and Without consideration for trademark availability. Most conventional methods are
poorly considered positioning, undisciplined creative efforts
crete positioning brief Which may be read, revieWed and
and research methods Which are designed to elicit a speci?c response, leading to erroneous conclusions and Weak, descriptive or meaningless names. [0004] A need exists for a method of developing a brand, With a particular focus on a process for evaluating and select
approved by the client.
ing a brand name Which uses objective criteria to arrive at a useful and concrete brand name that has the poWer to convey
[0013] Step 3 may include the process of creating and ana lyZing a NAMESCAPE. Step 3 may include several substeps. Step 3a may include collecting names of competitors via Web research, public directories and other sources. Step 3b may include separating the names collected from step 3a into name type categories. Step 3c may include numerically rank
the brand’s positioning When the customer hears it for the ?rst time.
3d may include using the results from step 3c to determine
SUMMARY OF THE INVENTION
Which type of name the client’s name brand should be. The NAMESCAPE is a concrete chart Which may be read,
ing the categorized names by strength and effectiveness. Step
[0005] In one aspect, the present method produces brand positioning, names and brand identities that immediately dif ferentiate clients from their competitors. [0006] According to one aspect, the present method con
revieWed and approved by the client. [0014] Step 4 may include generating names. Step 4 may include substeps. Step 4a may include identifying concept
sistently delivers poWerful brands With instant meaning.
to produce a collection of names that connect to the concept
[0007] In another aspect, the present method creates brand positioning, names and brand identities that help increase aWareness through Word-of-mouth and interest from the media and may reduce the advertising expenses necessary to launch a brand.
[0008]
In yet another aspect, the present method generates
brand positioning, names and brand identities that not only gain brand aWareness quickly in the short term but also remain a valuable asset in the long term.
categories from Step 2 and using creative thinking techniques categories identi?ed in Step 3. Step 4b may include checking the potential names for trademark revieW against the USPTO database. Only those names that pass an initial trademark
revieW pass through to the next step. [0015] Step 5 may include evaluating the selected names against the characteristics and criteria determined in Step 1.
Step 5 may include substeps. Substep 5a may include rating each characteristic on a 1-10 scale to illuminate the strength and Weakness of each name. Step 5b may include an internal
BRIEF DESCRIPTION OF THE DRAWINGS
audit of the scoring from step 5a. Step 5c may include repeat ing step 5a With the client’s management team. Step 5d may
[0009] FIG. 1 depicts a How chart describing the steps of the present method.
include using the results from 5c to select a short list of names. Step 5e may include a trademark search of the names gener
DETAILED DESCRIPTION OF THE INVENTION
ated in step 5d. [0016] Step 6 may include evaluating the names generated in step 5d against foreign languages to ensure there are no
[001 0]
The present method creates brands and brand names
that are engaging, immediately meaningful and clearly
adverse or undesirable meanings inherent in the name.
US 2012/0072378 A1
[0017] Step 7 may include market research on the brand names Which have survived through step 6 and may include sub steps. Step 7a may include presenting the neW brand name to a group of people from the target audience. Step 7b may include asking the target audience a series of questions
Mar. 22, 2012
[0021]
Step 1 1 may include developing visual identity con
cepts based on the approved name.
[0022] Step 12 may include developing brand launch mate rials such as a visual identity system, brand identity guide, Web site design and printed sales collateral.
designed to gauge hoW the audience Would react to the name
[0023]
in a real World setting. Step 7c includes recording the out
recited herein, or the sequence may vary according to particu
Steps 1 through 12 may be completed in the order
come of step 7b and presenting the results along With a rec
lar client needs or circumstances. In some embodiments,
ommendation of brand name to the client.
steps may be skipped altogether. Additional steps, informa
[0018]
7c and other relevant background information to an intellec
tion or criteria may also be factored into the process. 1. A method of generating and evaluating a brand name
tual property attorney to evaluate Whether trademark appli
comprising:
Step 8 may include providing the names from Step
cations should be ?led. Depending on the results of the attor ney’s trademark search, some or all of the names may then continue to a trademark application. [0019] Step 9 may include domain name selection and may
include substeps. Step 9a may include researching available domain names using online tools and the WHOIS database. Step 9b may include providing the client With domain name recommendations based on Step 9a and appropriateness for the brand name. Step 9c may include providing the client With the oWner of a particular domain name if the domain name is not available so that the client may offer a buyout of the desired domain name.
[0020]
Step 10 may include an internal acceptance plan
Which introduces the neW brand name to the client’s internal
constituents to ensure acceptance and understanding of the
brand. Step 10 may further include creating various types of communications, Which may include, but is not limited to:
presentations, promotions and talking points.
gathering client data; transforming the client data into a positioning brief having
brand speci?c data; transforming the positioning brief data to generate a NAMESCAPE having brand name speci?c data;
evaluating the NAMESCAPE data; transforming the positioning brief data and evaluated NAMESCAPE data into a brand name.
2. The method of claim 1 further including the step of evaluating the brand name against the positioning brief data. 3. The method of claim 1 further including the step of checking the brand name for trademark availability. 4. The method of claim 1 further including the step of analyZing the brand name for foreign meaning. 5. The method of claim 1 further including the step of creating a visual identity generated from the brand name. *
*
*
*
*
